Assignment 2 Strategic Marketing Management
Assignment
2: Individual Case Study Analysis
5
Questions.
Q1
Essay
Read the
annual report for your selected firm- create an SBU analysis based on their
SBUs from their annual report. Where would you increase investments, maintain
current investments, divest of current investments (or get rid of lines). Then
based on the mini-lectures or chapter 9 in your book what is the business level
strategy for each SBU?
Q2
Essay
If you were
to segment the market (I want you to define your segments) how would you describe
the typical decision making process for selecting a supplier for each of your
segments? You may use the Positioning graph from the mini-lecture to illustrate
this. Remember keep it simple to be useful and do not segment by product but
customer characteristics.
Q3
Essay
Complete
the following table based on your segments in Q2. You may add additional
rows based on your segmentation of the market in Q2. You may
find module 2 mini-lectures helpful when identifying marketing
mix strategies (see product life cycle documents).
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Segment |
Marketing Strategy to
Reach Market Segment |
Product Mix Strategy |
Pricing Strategy |
Channel Strategy |
Promotion Strategy |
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Q4
Essay
Based on
the segments described in question 2 &3, which market would you target and
what would be your marketing strategy for that target market.